The Effect of Information Diffusion of Medical Cosmetic on Customer’s Purchasing Behavior —Using Perceived Risk and Involvement as Moderating Variables

• Main Authors: Hsiao-Chun Fu, 傅筱君
• Other Authors: Wei-Chun Ko
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/74032130026978048492

碩士 === 朝陽科技大學 === 企業管理系碩士班 === 101 === Medical cosmetic through variety information diffusion are getting more attention and wildly spread. It also has been common phenomena. However, when consumers facing whether or not to experience the micro-plastic practice, accompanied risks are still their main consideration. By surveying domestic literatures, studies on the effects of information diffusion of non-invasive medical cosmetic to purchasing behaviors, through consumer’s perceived risk and involvement, are still relatively few. In this study, based on previous relevant and widely confirmed research results, we will try to focus on the influence of information diffusion on consumer’s behavior of medical cosmetic industry The main purpose of this article is using consumer’s perceived risk and involvement as moderating variables, to find out the impact of information from different sources on consumers’ buying intention. In this study, use factor analysis and structural equation modeling to estimate and submit evidence of such influence results. The outcome shows that: Diverse information diffusion does have positive influence on involvement, and involvement will affect consumer’s purchasing behavior. However, there are no significant evidences to show strong relationships among information diffusion, consumer’s perceived risk and their purchasing behavior.